Location Based Mobile Marketing
Solid stats don't lie
We've previously told you how consumers are opening emails from their mobile devices more than ever before. Well now the proof is in the pudding with Experian's latest mobile data. It showed that "half of all unique email opens occur on a mobile device, with the majority of unique clicks – 39 percent – also happening on mobile." However it also found that almost a quarter of the brands included in the study were missing a trick but not optimizing their marketing emails for mobile.
It also showed that while over 70% of brands market via mobile channels, most of these aren't harnessing the potential to connect and engage with consumers through the toolbox of mobile marketing methods available.
How do you use your phone?
We're also using our mobile devices for their geo-location features a staggering amount for location based mobile marketing. Nearly three quarters of adults with smartphones are using their phones either to get directions or other information that's based on their location and the facilities and businesses around them. It's become a part of our routine, when was the last time you got out your map to find out how to get to a particular nearby location?
Marketing Opportuunities and Usage
Location based mobile marketing is an awesome opportunity for marketeers as geo-location searches are directly related to our consumer behaviour. From choosing which restaurant to eat at, what to watch at the nearest cinema or where the nearest Primark might be we've come to rely on our phones for more than texts and calls and as such give marketers an invaluable insight into how consumers are choosing to spend their time and money.
Some of the most effective geo-location based mobile marketing campaigns centre around discounts and promotions. If a shopper receives a 10% discount for their nearest coffee shop while they're on the main high street then it’s no surprise they're more likely to choose this coffee shop over another.
Lots of marketers operating within the food industry have caught on to the power of geo-location marketing with some fairly hard-hitting campaigns. By aggressively targeting consumers in what may be considered a competitor’s location then they're not losing out on their own share of the huge mobile savvy market. It might sound a bit dog-eat-dog but a solid location based mobile marketing strategy can really help brands penetrate a particular location and introduce their brand into what could be otherwise considered a monopolised market.
Consumers want this
Consumers are choosing to have personalised content ‘pushed’ to their devices in real time too. This is why, for example, Foursquare’s latest updated version relies more heavily on push alerts than the older school check-in services. The ads need to add genuine value to the consumer but marketers now know so much about consumers that this is becoming easier.
A US based advertising agency, MDG Advertising have found that “a whopping 72% of consumers say they will respond to calls-to-action in marketing messages they receive within sight of the retailer.” But it goes on to reveal that “With only 23% of retail marketers using some type of geo-targeted data in their mobile marketing, there is a huge opportunity to give customers what they want when they want it.”
So we can see how powerful location based mobile marketing can be and with the mobile device market growing at an amazing rate, make sure you throw your hat into the ring and get your market share of the growing numbers of mobile savvy consumers. How can you do this? … contact us now.